L’Oréal launched its augmented-reality try-on service in 2018 as a way for consumers to sample the brand’s makeup and hair-color products without going to a store. DTC also provides the platform to test the latest innovation in products and services, giving brands direct access to consumer feedback for evaluation and testing. “Lego builds its brand in China with experiences,” WARC, January 13, 2020,. During the COVID-19 pandemic, there has been a 70 percent increase in content uploads by users of Lego’s online platforms that help the company engage with consumers and find out what they like, especially in fast-growth markets, such as China. not only sells products but also features branded videos and games that tie in with Lego’s toys, creating a seamless brand experience across multiple media. It also allowed the brand to send out free samples to the most prolific referrers and make various tweaks to its handles and razors based on what it learned from those customers early on, before releasing the products to a wider audience. Harry’s pre-launch campaign helped the company generate 100,000 email addresses from potential customers through a waitlist and social sharing.
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